ILEDTHEWAY CAMPAIGN in India

A national level public relations campaign was launched by the Minister of Power and energy service company Energy Efficiency Services Limited (EESL) to generate awareness among the population on the benefits of switching to energy efficient LED lighting. Previously, the Minister of Power had launched the Domestic Efficient Lighting Program, which offered LED bulbs at discounted prices, but found that uptake was constrained by perceptions of high costs and lack of awareness. With the help of the campaign, EESL was able to distribute approximately 10 million LED bulbs in a span of just one month. A microsite was also developed as part of the campaign, allowing citizens to register themselves for the campaign and purchase subsidised LED bulbs. To further promote energy efficiency, for every three tweets of #ILEDTHEWAY on twitter, an LED bulb was donated to a village in need. In addition to the online campaign, door-to-door education tours were also conducted. The campaign had over 30 million people pledged to switching to LED bulbs. Over 90 million LED bulbs were distributed across the  country. 

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